The Future of Women in Sports Powered by Lessons from Europe

By: Yoeri Geerits, Senior Consultant, YouGov

Yoeri Geerits, Senior Consultant, YouGov

I had the pleasure of attending and speaking at the SMCC Summer Social on July 24 at Rogers Field at Nat Bailey Stadium.

As always, it was great to catch up with colleagues and industry friends—but this time, picnic-style conversations sparked some fascinating discussions: What trends are shaping sports right now? What’s resonating most with fans? And how do these shifts connect to the bigger picture?

It became clear that one topic deserved more than a passing mention: the rise of women in sports. This is more than just a trend—it’s a fundamental shift that’s reshaping leagues, brands, and fan culture.

But I thought it would be interesting not to just look at what is happening here but what can we learn from other markets where women in sports are now well established and have become commercially viable while building a strong pipeline of talent and inspiring young girls to see a pathway to a professional sports career.

A Surge in Female Fandom

We’ve all seen growing interest in women’s sports, from the PWHL, NSL to the WNBA. But what’s truly striking is that this isn’t limited to women’s leagues—female fandom is rising across all sports. All data is sourced from YouGov’s BrandIndex.

Some numbers tell the story:

• Across Canadian sports, male fandom is steady, but female fandom—especially among the 18–34 demographic—has jumped 21%.

• The NHL has seen a 13% increase in its women fan base since January 2021.

• In soccer, female fans aged 18–35 have nearly doubled in two years, from 20% to 45%.

Why Now?

While this not backed up by data, and this is my personal thesis, is that there are number of potential reasons that have contributed to this growth:

• Greater visibility through new women’s leagues and teams, amplified by brands, broadcasters, and (social) media.

• Relatable athlete storytelling, with players opening up about their personal journeys and values.

• Brands embracing women’s voices—recognizing an underserved segment and using sports as a powerful engagement platform.

The result? Women’s sports are earning long-overdue attention, and brands have an authentic opportunity to lead.

Lessons from Europe

Having grown up in Belgium, I’ve seen first-hand how Europe has built this momentum over 10–15 years. Media coverage often reaches a 50/50 split between men’s and women’s sports, driven by:

• Integrated club structures where men’s and women’s teams share facilities, branding, and fan bases.

• Strong government support linking funding to gender equity.

• Public broadcasters incentivized to cover both men’s and women’s events, often through bundled media rights.

• Centralized sponsorships and integrated major events that grow audiences together.

In contrast, Canada and the U.S. often see women’s sports in separate leagues, negotiating independent media and sponsorship deals. The pathway from college to professional competition is less direct, making growth more fragmented and reliant on private funding.

I’ve pulled together this comparison matrix for Belgium/Europe and Canada/USA which I thought may be helpful to illustrate the differences and further strengthen the rationale why women sports have advanced more in Europe.

The Road Ahead

The playbook is clear: exposure drives revenue. More media coverage means higher media rights, more sponsors, greater funding for grassroots development, and better pay for athletes.

We have momentum—let’s use it. By learning from global best practices and committing to consistent visibility, we can ensure this isn’t just a moment, but the foundation of a movement that will define the next era of sports.

Hope you enjoyed the read, and looking forward hearing your perspective or comments.